When new Years Day lands in the middle of the week, when does the new year really start?
I don’t mean the actual first day of the month, but when does it really start in most people’s minds? When do they really get started on those resolutions?
My experience is that they really get started on the first day of the first full week of the month. Which is in this case, Monday morning of next week.
Here they come!
You have an awesome business, and right now there is more interest in your business than any other time of the year. This is truly good news, for the prepared.
Maybe you are happy with your preparation and maybe not. The opportunity is here for you, either way.
I am typically not a “Debbie downer,” but I want to bring one thing to your attention as a caution.
According to a post by Credit Donkey (#23), 56% of current gym-goers dread the influx of newcomers in January.
Personally, I think the statistic is higher than that.
I also know that unhappy existing members can turn new people away very quickly.
It’s the subtle things that most fitness professionals miss completely. It’s the little things that are said, or not said, usually out of earshot of the owner, coach or trainer.
This can make a huge difference to the well-meaning newbie that sincerely wants to make a change in their lives.
We can’t fault the existing members for wanting to preserve what they have become accustomed to. They are rightfully concerned most about themselves.
At 6 Figure Trainers, we define successful marketing as attracting and retaining new business. Other than that, you have a constantly revolving door.
All this opportunity can, and often is, wasted in the absence of a well-thought-out plan to address the needs of both the newbie and the faithful existing members.
The solution is to have a plan for both groups. Keep in mind the most important group is the existing members. We need marketing plans for them first.
Imagine how powerful this opportunity is IF your existing clients help you by being warmly welcoming to the new people.
My gym had that experience every year and yours can too.
